Before we dive deep into the SWOT analysis, let’s get the business overview of Adidas. Adidas is a global sports apparel and footwear company founded in Herzogenaurach, Germany, in 1949 by Adolf “Adi” Dassler. 

Adidas is one of the world’s leading sports brands, offering a wide range of products, including shoes, clothing, and accessories for various sports and activities such as running, soccer, basketball, golf, and training.

Adidas operates under a multi-brand strategy, with several brands in its portfolio:

  1. Adidas: The core brand is known for its performance and sports-inspired products.
  2. Adidas Golf: This brand focuses on golf apparel, footwear, and accessories.
  3. Runtastic: A mobile fitness company acquired in 2015, offering fitness tracking apps and services.

Adidas operates through a global network, selling its products in more than 160 countries. The company has a combination of owned-retail stores, e-commerce platforms, and third-party retail partnerships, providing a solid distribution network to reach its customers. Adidas has also built a strong presence on social media and collaborates with various celebrities and sports icons to promote its products.

The company’s mission is to become the best sports company in the world by adhering to a strategic framework called “Creating the New.” This framework is built on three pillars:

  1. Speed: Accelerating processes and decision-making to become more agile and responsive to consumer needs.
  2. Cities: Focusing on key cities like New York, Los Angeles, London, Paris, Shanghai, and Tokyo, which influence global trends.
  3. Open Source: Collaborating with consumers, athletes, and partners to create innovative products and experiences.

Adidas is committed to sustainability and strives to minimize its environmental impact through initiatives like using recycled materials, reducing carbon emissions, and promoting fair labor practices in its supply chain.

As of 2021, Adidas was the second-largest sportswear manufacturer globally, with a strong market presence and a growing focus on innovation and sustainability.

Financial Performance FY23: On a currency-neutral basis, revenues in 2023 were flat compared to the prior year. In euro terms, revenues declined 5% to € 21,427 million from € 22,511 million in 2022.

Three Stripes Business Model of Adidas

Here’s a SWOT analysis for Adidas:

A SWOT analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats of a business, project, or individual. It involves identifying the internal and external factors that can affect a venture’s success or failure and analyzing them to develop a strategic plan. In this article, we do a SWOT Analysis of Adidas.

SWOT Analysis: Meaning, Importance, and Examples


  1. Strong brand recognition: Adidas is one of the most recognizable brands in the world, with its iconic three-stripe logo and numerous product lines. This strong brand recognition helps attract and retain customers.
  2. Diverse product portfolio: Adidas offers a wide range of products catering to various sports, activities, and lifestyle segments. This diversity allows the company to serve a broader market and reduce dependence on a single product category.
  3. Strategic partnerships and endorsements: Adidas has established partnerships with major sports teams, athletes, and celebrities, which helps enhance brand visibility and credibility. These collaborations also enable the company to create innovative and fashionable products, appealing to both sports enthusiasts and style-conscious consumers.
  4. Innovation and technology: Adidas continually invests in research and development to create innovative products utilizing cutting-edge materials and technologies. This focus on innovation helps the company maintain a competitive edge and cater to evolving consumer preferences.
  5. Global presence and distribution network: Adidas has a strong global presence, selling its products in more than 160 countries through a combination of owned-retail stores, e-commerce platforms, and third-party retail partnerships. This expansive distribution network allows the company to reach a broad customer base.
  6. Digital transformation: Adidas has successfully adapted to the growing digital landscape by investing in e-commerce, digital marketing, and data-driven decision-making. This digital focus helps the company stay relevant and maintain strong customer engagement.
  7. Sustainability and social responsibility: Adidas is committed to sustainability and social responsibility, implementing initiatives to reduce its environmental impact, promote fair labor practices, and support local communities. These efforts help build consumer trust and enhance the company’s reputation.
  8. Financial performance: Adidas has demonstrated consistent financial performance, with growing revenues and profitability. This financial stability allows the company to invest in growth initiatives and weather market challenges.


  1. Dependence on the sports market: Adidas primarily focuses on the sports apparel and footwear industry, which makes it vulnerable to shifts in consumer preferences or economic downturns affecting the industry. The company’s reliance on sports-related products could limit its ability to adapt to changes in the market.
  2. Intense competition: The sports apparel and footwear market is highly competitive, with solid rivals like Nike, Puma, and Under Armour. This fierce competition can lead to pricing pressures and challenges in maintaining market share.
  3. Supply chain complexities: Adidas operates a complex global supply chain involving numerous suppliers, manufacturers, and distributors. Managing this network can be challenging, and any disruptions or issues in the supply chain can negatively impact the company’s operations and reputation.
  4. Outsourced manufacturing: Adidas relies heavily on third-party manufacturers in Asia for its production needs. This reliance on outsourced production can expose the company to risks such as labor disputes, political instability, or supply chain disruptions, potentially impacting product availability and quality.
  5. Counterfeit products: Like other leading brands, Adidas faces the challenge of counterfeit products, which can damage the brand’s image, erode customer trust, and lead to lost sales.
  6. Slow response to fast-fashion trends: While Adidas has made efforts to increase its agility and responsiveness to consumer needs, it still struggles to keep up with fast-fashion trends and the rapidly changing demands of the market. This lag can result in missed opportunities and a loss of market share to more nimble competitors.
  7. Limited presence in emerging markets: Although Adidas has a robust global presence, its penetration in emerging markets like India, Brazil, and Africa remains limited compared to its competitors. This little presence could hinder the company’s ability to capitalize on growth opportunities in these regions.

Adidas Marketing Mix (4Ps)

Adidas PESTEL Analysis


  1. Expansion in emerging markets: Adidas can tap into the potential of emerging markets like India, Brazil, and Africa, where there is increasing interest in sports and fitness activities. Developing tailored strategies for these regions and expanding its retail presence can help the company capitalize on new growth opportunities.
  2. E-commerce and digital transformation: The growth of e-commerce and digital technologies presents a significant opportunity for Adidas. The company can better understand consumer preferences and drive sales by investing in its online platforms, enhancing the digital customer experience, and utilizing data analytics.
  3. Product diversification: Expanding the product portfolio to include new categories or entering adjacent markets, such as athleisure or outdoor sports, can help Adidas cater to a broader consumer base and reduce its dependence on the sports market.
  4. Collaborations and partnerships: Developing strategic collaborations with celebrities, influencers, and other brands can help Adidas create innovative and fashionable products that appeal to a broader audience, boosting brand visibility and sales.
  5. Sustainability and circular economy: With growing consumer awareness and demand for eco-friendly products, Adidas can strengthen its focus on sustainability and develop products based on the principles of the circular economy (e.g., using recycled materials and designing products for easy recycling). This approach can help the company differentiate itself and cater to environmentally conscious consumers.
  6. Personalization and customization: Offering personalized and customized products can help Adidas create unique value propositions for consumers, fostering brand loyalty and driving sales. Utilizing technologies like 3D printing and AI can enable the company to deliver customized products at scale.
  7. Technological innovation: Investing in cutting-edge materials and technologies can help Adidas develop innovative products that improve performance and comfort, setting the company apart from its competitors and reinforcing its position as an industry leader.
  8. Women’s segment: The women’s sports apparel and footwear market is proliferating, presenting an opportunity for Adidas to develop targeted products and marketing strategies that cater specifically to this segment, capturing a larger market share.


  1. Intense competition: The sports apparel and footwear industry is highly competitive, with major players like Nike, Puma, and Under Armour striving to gain market share. Intense competition can lead to pricing pressures, impacting Adidas’ profitability and market position.
  2. Economic downturns: Economic recessions or slowdowns can reduce consumer spending on discretionary items like sports apparel and footwear. This can result in decreased sales and profitability for Adidas.
  3. Changing consumer preferences: Shifts in consumer preferences towards new brands or product categories can threaten Adidas’ market position. The company must continuously innovate and adapt to changing consumer demands to maintain its relevance and competitive edge.
  4. Supply chain disruptions: Adidas relies on a complex global supply chain, and any disruptions caused by natural disasters, geopolitical tensions, or labor disputes can negatively impact its operations, product availability, and overall business performance.
  5. Counterfeit products: The prevalence of counterfeit products can damage Adidas’ brand reputation, erode customer trust, and result in lost sales. The company must invest in measures to combat counterfeit products and protect its intellectual property.
  6. Regulatory and compliance issues: Adidas operates in multiple countries, subjecting it to various regulatory requirements and labor standards. Non-compliance with these regulations can result in fines, legal issues, and damage to the company’s reputation.
  7. Currency fluctuations: Adidas is exposed to currency fluctuations that can impact its financial performance as a global company. Sudden changes in exchange rates can affect the company’s revenues, costs, and profitability.
  8. Environmental and social concerns: Growing awareness of ecological and social issues can influence consumer behavior and purchasing decisions. Suppose Adidas fails to address these concerns effectively or is perceived as not taking adequate action. In that case, it may face backlash from consumers and stakeholders, potentially impacting its brand image and sales.

Check out the SWOT Analysis of Global Businesses